Table 1

Demographic characteristics of participants in the 2005 and 2006 Population surveys (Study 1) and the “Natural Exposure” advertising evaluation study (Study 2)

Study 1 population survey*Study 2 “Natural Exposure” advertising evaluation
Sample characteristics2005 (n=587) (%)2006 (n=583) (%)Total sample (n=448) (%)Exposed to pack warnings (n=279) (%)Not exposed to pack warnings (n=169) (%)
 18–29 years30.832.
 30–49 years45.444.656.359.550.9
 50+ years23.823.036.231.543.8
Highest level of education
 Not finished secondary32.229.6NANANA
 Finished secondary/some tertiary42.041.8NANANA
 Finished tertiary25.428.4NANANA
Socioeconomic status
 High disadvantage39.136.051.352.050.3
 Moderate disadvantage43.443.133.333.732.5
 Low disadvantage17.520.915.414.317.2
Daily cigarette consumption
 Low (≤10 cigs per day)45.749.028.831.224.9
 Medium (11–20 cigs per day)30.026.347.849.145.6
 High (≥21 cigs per day)14.614.423.419.729.6
  • * Weighted by age and sex according to census data for the Victorian population in 2006.

  • In this study, respondents were recruited to reflect the target audience of anti-smoking campaigns in Australia, which is the demographic subgroup with the highest prevalence of smoking (18–44-year-olds who are of lower socioeconomic status).

  • In 2005, daily cigarette consumption data were missing for 57 (9.7%) respondents. In 2006, data were missing for 60 (10.3%) respondents.

  • Note. Because of rounding, percentages may not add up to 100. Data about respondents' highest level of education were not readily available for the “Natural Exposure” advertising evaluation study.